POMM Marketing Planning - Planning Marketing Activities...

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Planning Marketing ActivitiesRoger ByattWith thanks to: Kevin O’Brien
Key elements of world class marketing1.Profound understanding of the market-place2.Creative segmentation and selection3.Powerful differentiation positioning and branding4.Effective marketing planning processes5.Long-term integrated marketing strategies6.Institutionalised creativity and innovation7.Total supply chain management8.Market-driven organisation structures9.Careful recruitment, training and career management10.Vigorous line management implementationUsed with kind permission from Professor Malcolm McDonald
What is the role of sales and marketing in businessstrategy?
The contribution of marketing and sales to shareholdervalueRevenue growthTOP LINEAt a profitCustomer satisfaction leading to retention and loyaltyReputation (brand as an asset)
Brands are key intangibles in most businessesBrand20%OtherIntangibleAssets55%TangibleAssets25%Developed MarketsBrands are estimated to represent at least 20% of the intangible value of businesses on themajor world stock markets. Brands combine with other tangible and intangible assets tocreate valueIntangible assetsBrandSoftwarePatentsDistribution rightsTangible assetsAssembled workforceBusiness GoodwillMarketing intangibleTechnology intangiblesCustomer intangibleContract intangiblesIllustrativeSource: Brand FinanceCustomer relationshipsUsed with kind permission from Professor Malcolm McDonald
Marketing looks forward“The information appearing in the majority of boardrooms remainspredominantly financial in nature.Without (additional) information onvalue-creating activities management are typically flying blindwhenfinancials tell them there is a problem management have already missedthe optimal point for taking appropriate corrective action”.PricewaterhouseCoopersValueReporting™ Review 2003,Transparency in Corporate Reporting, p.25Used with kind permission from Professor Malcolm McDonald
Strategic Marketing PlanningMissioncorporate objectivesmarketing auditSWOT analysisformulate strategiesforecastsbudgetsImplementationprogrammecontrolPerformance review and evaluationSettingobjectivesReviewing thesituationFormulatingstrategiesMaking ithappen
Planned or emergent?Desired objectiveUnpredictablefactorsPredictablefactorsCourseplottedSource: Baker, M.J., 2000,Marketing Strategy and Management,(3rd Ed), Basingstoke: Macmillan
To plan or notto plan?The nice thing about not planning is that failure is not preceded bya period of worry and depression…
The proven link between superior performance andstrategic marketing plans with the following qualities1.Needs based market definitions and quantification2.Clear market segment definitions3.Segment specific propositions4.Strategy uniqueness5.Strength leverage and weakness minimisation6.Creation of internal and external synergies7.Alignment to objectives8.Alignment to market trends9.

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Term
Fall
Professor
JIM
Tags
Marketing, kind permission, Professor Malcolm, Professor Malcolm McDonald, station break

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